you might also be interested

in that.” So you’re speaking directly to what someone’s already shown an interest in . whether just at the micro level − “I’m just browsing” − or especially at the . “I’ve purchased this . and now . as we all know . I’m much more likely to purchase again .

 

 especially in the short term.

” Dan Levy: Right. You also talk ab Guatemala Email List out a case study where customizing on-site display ads resulted in a percent increase in click-throughs for the company . Can you unpack that one for us Aaron Orendorff: Oh . I love this one . yes. This is such a nugget .

 especially for anybody who’s trying

to recruit folks and find the rig how to transfer my number to a new phone ht people. So what Visual Website Optimizer wanted to do was hire new developers in India specifically. So they used behavioral tracking and geo-tracking to isolate where their visitors were coming from. And they just did a really simple split test where half the visitors from India who went to their homepage got no display ad .

 

 and the other half got

this − oh . it’s great − this tiny . little − if you can go to the blog and see it . it just says . “We’re hiring in Delhi .” with a smiley face after it . and not even a real smiley face . just an emoticon.

 

 And it’s just that simple − I mean . it’s smaller than their headline. It’s smaller than their button. It doesn’t even necessarily look like a button. And yet . that drove that percent increase to the company’s careers page. I mean . just that specificity of . “You’re here .

 

 and we’re talking directly to

you .” pays off immensely. Dan Levy: So is that one of the tricks for combatting banner blindness . you know . make your display ads not actually look like display ads . make them look more conversational . look like regular copy Aaron Orendorff: Yeah . almost like an instant message or something you would see on a Facebook .

 

 and especially because it’s got the specificity that’s . you know . it’s like when I hear my own name . my brain responds differently than when I hear other people’s names. It’s an instinctual response . or even just like − I always think of this as sort of like the . “Thank you .

 

 Delhi .” from a concert where everybody goes nuts . even though the band just said their city’s name . and they know they do this at every city . but they still love it. Dan Levy: Right. They’re reading it off the set list on the floor because they’re − Aaron Orendorff: Exactly .

 

 yeah. Dan Levy: Right . yeah. It’s funny. You see that tactic done in a sleazy way a lot where display ads . but when you see something that looks like a flashing message from Facebook or something. But . in this case . they’re using that sort of tactic .

 

 but in a way that makes sense in the context of the site in that it’s targeted to users who actually find it relevant. Aaron Orendorff: Yes . and one important word . both targeted and